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Marketing Featured East Asia

Rui Nago promoted to chief strategy officer role at Grey Tokyo

Tokyo, Japan – Grey Tokyo has announced the promotion of current executive planning director Rui Nago to the role of chief strategy officer. He first joined the agency in 2010, and has since then been responsible for developing the brand, creative, and overall communication strategies across the agency’s clients.

Some of the campaigns that he has worked on include P&G Pantene’s brand campaigns: ‘#More freedom in job-hunting hair’, ‘The Hairy Tale’, ‘#PrideHair’, and Domino’s Pizza Sanchoku (farm-fresh), to name a few.

Speaking on his new role, he said, “The world is changing with increasing speed, and we cannot see what the future holds in these times. I believe that strategy once again redefines a brand’s reason for existence, guides the brand in the right direction for their future, is creative, and is becoming more and more crucial. I am excited to help create many clients’ future whilst leveraging Grey’s strength of seamlessly connecting strategy with creativity.”

Meanwhile, Yukiko Ochiai, president and CEO at Grey Tokyo, commented, “Rui is an exceptional strategist, successfully driving Grey’s effectiveness agenda to bring success to our key clients. He has been a fundamental contributor to our recognition as Spikes Asia Agency of the Year 2022, alongside our 2021 APAC Effie wins.”

She added, “He will be instrumental in relentlessly playing different combinations of strategic skills from within the group to enhance our creative solutions and help our clients navigate their way through a challenging and changing world.”

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Marketing Featured East Asia

HSBC launches new local campaign to support HK community

Hong Kong – With the COVID-19 pandemic’s fifth wave gradually subsiding in Hong Kong, financial service giant HSBC has launched a new local campaign to support the local community, conceptualised alongside Grey Hong Kong.

Eighteen designated HSBC branches will become Hong Kong’s photo-worthy spots. To spread positivity and unveil the city’s hidden gems, each branch across the eighteen districts will showcase signature landmarks and sights of the district along with a dedicated, inspirational quote. 

The HSBC Main Building in Central also recently launched the ‘Branching Out Our Support’ light show – urging the Hong Kong community to slow down and enjoy life while capturing new opportunities. 

Luanne Lim, CEO for Hong Kong HSBC, said, “HSBC has been supporting the HK community for 157 years. Launching the ‘Branching Out Our Support” campaign allows us to stay closely connected with the community, which we hope will continue to thrive.”

Meanwhile, Sonic Choy, creative partner at Grey HK, commented, “The people in HK have been making a concerted effort to meet with all the challenges posed by the pandemic. We want to give them the opportunity to experience some joy, and enjoy all the photo-worthy spots, accompanied with inspirational quotes.”

The campaign will be rolled out in HSBC branches and on social media for the Hong Kong market. In addition, HSBC has launched a check-in mini-game on Facebook and Instagram to encourage people to tour different districts of Hong Kong. They will also randomly select 40 lucky winners to each receive an HKD2,000 HKTV Mall coupon.

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Marketing Featured Global

LEGO’s latest campaign showcases kid’s freedom to build and play with imagination

Singapore – Global toy brand LEGO has launched a new campaign called “Brick The Rules”, which showcases how LEGO cars can offer a very unique form of play that enables kids to imagine, build, unbuild and rebuild once more, in fun, new, exciting ways that are only limited by your imagination.

Created in collaboration with creative agencies GREY Singapore and GREY Dubai, the campaign gives kids the freedom to build and play with a great deal of imagination. The campaign perfectly captures the truth that playing with LEGO bricks allows kids not only to enjoy the cars they have a passion for but also helps them express themselves freely and gives them the space to develop their creativity. 

In addition to the campaign, an online film has been released that shows ‘how 5 minutes and being told not to do something’ is all the invitation a kid needs to “Brick the Rules”.

The GREY collective said, “It was a project where in the process we also had to break/brick some rules. A borderless effort between the Dubai and Singapore studios, we shot with a production house in Brazil, and the client was in South Africa. The result, as you can see, is super fun, eye-catching, and with several hours invested behind the craft and editing.”

The campaign included social content, e-commerce, posters and in-store materials, and will run in the UAE, Saudi Arabia and South Africa.

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Marketing Featured Southeast Asia

Grey SG bags top orgs’ remit to create sustainability youth incubator

Singapore – Grey Group Singapore’s latest account win is a multi-client approval to create a new Singapore-based sustainability youth incubator. In its development, the agency will be partnering with top organizations for sustainability – organization for wildlife conservation and endangered species, World Wildlife Fund, (WWF); Temasek foundation, the state sovereign fund’s non-profit organization (NPO), and Green Is The New Black, media and events platform for sustainability.

The incubator will host a series of masterclasses and boot camps as well as a 6-month mentorship program to inspire and support the next generation of sustainability doers and creators. The initiative has already started and delivered masterclasses with top speakers from Project Drawdown, an NPO for climate solutions, and abillion, a discovery platform for vegan food and products, among other companies

The movement is called ‘We Got This’ and is currently recruiting boot camp applicants.

Lim Hock Chuan, chief executive of Temasek Foundation Liveability, said that the youth today embrace global sustainability issues and digital conversations and that there is a skills gap that needed to be bridged in sustainability advocacy among them.

“Temasek Foundation is happy to be part of the team to bring together like-minded partners to launch #WeGotThis, with a focus on helping our youths to do, try, test, speak up, and build small wins one upon another,” said Lim Hock Chuan.

Konstantin Popovic, CEO of Grey Singapore Group, remarked on the next generation of marketers, “We are welcoming people from all walks of life, and that includes the next generation of marketers. Whether you are in university, an intern or just starting your marketing career – if any aspect of sustainability is your passion, we want you to join.”

The project is working with partners and mentors to identify 50 youth in Singapore and South Korea to launch their own sustainability movement. Support will be provided to young people selected through an intensive boot camp application process in understanding how to use digital media platforms available to talk about sustainability, understanding issues better, and increasing a change towards a more positive future.

The agency’s Executive Creative Director Aaron Phua added, “Our movement is deliberately positive, non-accusatory and truly looking for young (and young at heart) problem-solvers who deserve our support.”

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Marketing Featured Southeast Asia

FWD Singapore picks Grey as lead agency

Singapore – After a four-month-long pitching process, Grey’s Singapore arm Grey Group Singapore (Grey) has won the appointment of insurance company FWD Singapore as its lead agency, battling out 18 other agencies.

The deal is inked to span 12 months, with the option to extend for another year, and charges Grey with the management of all of FWD Singapore’s integrated and creative campaigns. The partnership will also see Grey offering its strategic counsel and advice on brand strategy to the company.

FWD Singapore is part of FWD group which spans Asia such as in Hong Kong & Macau, countries Thailand, Indonesia, and the Philippines, offering life and medical insurance, as well as general insurance, and employee benefits.

Grey Group Singapore’s CEO Konstantin Popovic

Taking over the mantle from incumbent DDB Asia Pacific, Grey Group Singapore’s CEO Konstantin Popovic said, “We are absolutely thrilled and honored to become part of FWD’s next growth phase. The brand’s pioneering spirit and ongoing commitment to innovation present tremendous creative opportunities.”

“Coinciding with how this category could transform for the better in an ever-changing, fast-paced world, we can’t wait to create famously effective campaigns together,” added Popovic.

Just recently, Grey has launched a new division, Grey Commerce Collective SEA, which saw the consolidation of Grey Singapore’s Shopper marketing arm to the collective.

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Marketing Featured Southeast Asia

Head of new Grey SEA commerce unit: ‘Commerce is borderless, and so are we’

Singapore – Global marketing and advertising firm Grey has recently launched a new division – Grey Commerce Collective SEA – where worldwide retail and commerce units from the group have been merged to specifically serve Southeast Asia brands. 

Previous lead of Grey Singapore’s Shopper marketing arm, and now head of the SEA collective following its consolidation, Richa Kapse, said, “Commerce is borderless, and so are we.”

Kapse refers to the holistic arrangement of the Commerce Collective, which brings some highly specialized agencies such as retail interactivity expert Vinyl-I in Seoul as well as Grey’s social and data experts in Singapore to benefit brands. 

“The name Collective was chosen by design because this is truly about collaboration across our Grey network,” said Kapse.

Shortened to bear the nickname GreyCoCo, Kapse shared what has prompted the birth of the collective. 

“Over the past year, we have seen a growing demand from our clients to coordinate the in-store design and communication with complimentary social media assets. Increasingly, we see shoppers expecting brands to have the same storyline across social, e-commerce, and physical retail channels. Similar to bricks and mortar, the millennial and Gen Z shoppers are expecting to be wowed and immersed in a brand experience online.”

For GreyCoCo, Kapse will be reporting to Grey Singapore CEO Konstantin Popovic.

Popovic said, “What makes Grey CoCo unique is that it is embedded in an end-to-end agency, so we are uniquely positioned to deliver ideas that connect content to commerce.” 

The most recent campaign by Grey is for Olay and its exclusive partnership with Shopee on its Brand Day in October. The campaign titled “Adult Fearlessly” targeted millennial women across key SEA markets, using bite-sized content spread out like a mini-series.

“A simple price promotion on a well laid-out brand shelf is no longer enough to drown out the competition. GREY brings the famously effective creative approach to tackle our clients’ commerce business problems,” added Kapse.